If you're just entering the media buying space, there's a lot to learn. These lists will help you get started.
Recently I had a job candidate come in for an entry-level position, and she was very interested in working in the online media planning and buying department. She was clearly a very bright candidate who was fresh out of school, but unfortunately she wasn't conversant in the standard terms and technologies associated with the trade.
Now, we don't expect entry-level people to come in knowing everything. But candidates have come in who know the fundamentals of online media and marketing, either through school or independent research, and can at carry on a conversation about it.
I gave the candidate a list of things to research on her own and invited her to contact us once she had become more familiar with the field. I realized this is a great list for entry-level candidates. Media planning and buying is all about independent research and being able to grasp complex advertising concepts and technologies. Between the vendor sites; media sites like ClickZ, the Interactive Advertising Bureau (IAB), SlideShare, YouTube, and Wikipedia; and search engines, there is more than enough info out there for candidates to get at least partially up to speed on this stuff. Frankly, this is the stuff colleges and universities should be teaching to their advertising and marketing students.
There's so much more I could go on about, but for any person entering the industry this is plenty to research and absorb. This may seem like a lot to a recent college grad to research, but if you walk into an interview knowing even a portion of the list, your chances of landing the job will go way up. If a person walked in conversant in the above list, I would not only hire her, I would start her at a higher salary. The ROI on the time spent doing this research would be huge.
Join us for Search Engine Strategies San Jose, August 10-14, 2009, at the McEnery Convention Center. Learn the ins and outs of SEM, including site optimization, link-building tactics, pay-per-click advertising, and landing-page testing and tuning to ensure high conversion rates.
Join the Industry's Leading eCommerce & Direct Marketing Experts in Chicago
ClickZ Live Chicago (Nov 3-6) will deliver over 50 sessions across 4 days and 10 individual tracks, including Data-Driven Marketing, Social, Mobile, Display, Search and Email. Check out the full agenda and register by Friday, Oct 3 to take advantage of Early Bird Rates!
As founder and CEO of Overdrive, Harry Gold is the architect and conductor behind the company's ROI-driven programs. His primary mission is to create innovative marketing programs based on real-world success and to ensure the marketing and technology practices that drive those successes are continually institutionalized into the culture and methods of the agency. What excites him is the knowledge that Overdrive's collaborative environment has created a company of online media, SEM, and online behavioral experts who drive success for the clients and companies they serve. Overdrive serves a diverse base of B2B and B2C clients that demand a high level of accountability and ROI from their online programs and campaigns.
Harry started his career in 1995 when he founded online marketing firm Interactive Promotions, serving such clients as Microsoft, "The Financial Times," the Hard Rock Cafe, and the City of Boston. Since then, he has been at the forefront of online branding and channel creation, developing successful Web and search engine-based marketing programs for various agencies and Fortune 500 companies.
Harry is a frequent lecturer on SEM and online media for The New England Direct Marketing Association; Ad Club; the University of Massachusetts, Boston; Harvard University; and Boston University.
IBM Social Analytics: The Science Behind Social Media Marketing
80% of internet users say they prefer to connect with brands via Facebook. 65% of social media users say they use it to learn more about brands, products and services. Learn about how to find more about customers' attitudes, preferences and buying habits from what they say on social media channels.
An Introduction to Marketing Attribution: Selecting the Right Model for Search, Display & Social Advertising
If you're considering implementing a marketing attribution model to measure and optimize your programs, this paper is a great introduction. It also includes real-life tips from marketers who have successfully implemented attribution in their organizations.
September 23, 2014
September 30, 2014
1:00pm ET/10:00am PT
October 23, 2014
1:00pm ET/10:00am PT